YETI’s latest short film, part of an ongoing collaboration between Lucky Post and McGarrah Jessee’s production company Rabbit Foot, takes viewers into the great outdoors and into the life of Wyman Meinzer, a man whose path has been shaped by the majesty of the wild. The film was edited by Lucky Post’s Sai Selvarajan for YETI’s documentary series.
Wyman Meinzer is the only official State Photographer of Texas. He was raised on a 27,000-acre ranch in the rolling plains of Texas. Since then, he has traveled to every corner of the great state and all points in between in search of the first and last rays of sunlight in its magnificent sweep across the Texas landscape. Called “a man with the eye of a nineteenth-century impressionist painter and the soul of a buffalo hunter,” Wyman Meinzer translated hunting and observation into a career in photography. As the film reveals, his love of the land is unwavering and preservation became his ultimate calling, his eye trained on the animal inhabitants in this vast land.
Finding an arc to Meinzer’s journey – both the personal and actual outdoor adventure – was central to Sai’s process. The unvarnished magnetism of Meinzer comes through in a fortuitous life transition, from hunter to photographer.
Video Credits
Client: YETI
VP Marketing: Corey Maynard
Executive Producer: Scott Ballew
Production Company: Rabbit Foot Studios
Creative Head: Jeff Bednarz
Executive Producer: Meredith Roach
Line Producer: Sam Chortek
Director of Photography: Mark Thomas
Postproduction: Lucky Post
Editor: Sai Selvarajan
Assistant Editor: Juan Vargas
Executive Producer: Jessica Berry
Audio Engineer: Scottie Richardson
Color Artist: Neil Anderson
Finish: Tim Nagle
Jessie Nagel
@ Hype 310.839.9834
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AICP’s Demographic Reporting Initiative Expands Categories To Reflect Client and Agency Requests
AICP has announced that an updated template for its Demographic Reporting Initiative is now available. Originally launched in October of 2021, the Demographic Reporting Initiative allows production companies to provide their advertiser and agency clients with insight into the demographic makeup of the people on the crews of their commercials and brand content. As with version 1.0, the 2.0 iteration was prepared in cooperation with a consortium of industry payroll companies. This updated version of the Demographic Reporting initiative has greatly expanded the listing of gender identity categories, and added the ability for production staff to include their veteran status in the U.S. Armed Forces. These reports will provide AICP member production companies with anonymous and voluntarily provided breakdowns on these demographic categories, which can in turn be shared with agencies and advertisers upon request. More information on the Demographic Reporting Initiative can be found on the AICP website here. The updated Demographic Reporting Initiative framework was revised as a result of a continued push from marketers for this information, noted Sheila R. Brown, AICP’s Vice President, Equity & Inclusion. “The demand for demographic information from marketers directly and their advertising agencies continues to grow,” Brown notes. “As our communities become more diverse, the yearning to know the make-up of the production crews increases. And in our continuing goal to be more inclusive, we also wanted to offer our production crews more options to self-identify. The addition of more gender identity options, and the option to indicate whether an individual is a veteran or... Read More